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Bike Peddler Opens as Specialized Fixture

Published December 1, 2009

SANTA ROSA, CA (BRAIN)—Santa Rosa's The Bike Peddler has opened its doors as a Specialized fixture rewards store.

An official grand opening is schedule for this Saturday.

The Bike Peddler, and its sister store NorCal Bike Sport, have been Specialized dealers for the past two decades and credit the brand with playing a critical role in allowing them to become the pillar of the Santa Rosa cycling community.

“After we opened the Concept Store at NorCal two years ago just two blocks away, we immediately noticed that the sales there grew faster than ever, which made the growth we maintained at The Bike Peddler not seem as exciting, simply because the other store looked so good,” said Peddler general manager and NorCal Bike Sport partner Jim Keene.

“The Concept Store was such a great success that we were really enthusiastic about the idea of the renovation here," he added. "We’re really excited to work with the Specialized Retail Services team again. They are always finding new and better ways to make our stores stand out and cater to the riders.”

Customers of both stores will instantly see the similarities between the new look at The Bike Peddler and that of NorCal Bike Sport.

“The stores are very similar in the quality of the fixtures and materials installed, but we were very conscious to the unique, local-centric clientele and store culture at The Bike Peddler and I really think we maintained that throughout the renovation,” said Nichole Perrin, Specialized retail services manager.

Keene added that The Bike Peddler will also maintain the same staff of 12 and offer patrons the same range of products they always have along with the new look.

“NorCal targets the high-end customer very well and The Peddler is able to serve both the family and bike commuters with the new Globe line,” he said, noting that much of the shop’s rise in urban business is closely related to the City of Santa Rosa’s ever-evolving cycling infrastructure.